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Houston Executives Meet on Marketing in Down Economy

The Jones Graduate School of Management and the Houston Chapter of the American Marketing Association (AMA) co-hosted the first Chief Marketing Officer (CMO) II Forum dinner for 2009 on Thursday, Feb. 19. CMO attendees from many companies including Texas Children Hospital, AIG, EagleBurgmann, Amegy Bank, Stewart Title, Gulf Publishing, among others discussed strategies for "Marketing in a Down Economy."

In the discussion led by Vikas Mittal, J. Hugh Liedtke Professor of Management and Marketing at the Jones School, CMOs stressed the importance of not scaling back marketing efforts in downtimes. CMOs addressed topics including issues facing their companies, particularly marketing initiatives, and presented different ways in which they were able to reach out to decision makers like CEOs to make the business case for marketing efforts.

"Marketing investments can have a significant impact on the long-term health of a company, Mittal said. “CMOs have an important role to ensure that CEOs understand that, even during a down economy."

Dr. Mittal’s has published in leading marketing journals such as the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. In 2006, Professor Mittal was awarded the William F. O’Dell Award for making the most significant, long-term contribution to the theory, methodology, and practice of marketing.

He currently serves on the editorial boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Journal of Service Research among others. Dr. Mittal holds a Bachelor's in Business Administration from the University of Michigan and a Ph.D. in Management from Temple University.

AMA Houston is the area’s premier professional marketing organization and the nation’s second largest chapter. AMA Houston provides marketers the ability to remain competitive in today's business environment through networking events, special interest groups and real-world educational programs.